XP launches this Monday (27) its first brand movement of 2025. Who gives face to the campaign “I am XP. Come be XP” is the actor Rodrigo Santoroin a continuation of , which highlighted the company’s advisors. This time, the idea is for customers to be protagonists.
“We arrived at his name [Santoro] who has been an XP customer for years. He is a globally recognized person, he brings a testimony, experience as a customer”, says XP’s marketing director, Caroline Namora, to InfoMoney. “We understand that he is one of the pioneering actors to take Brazil’s name abroad. It brings a sense of solidity, credibility.”
The campaign, created by the Magenta agency, will be broadcast on cable television, digital media, social networks and Out of Home (OOH), on street clocks and airports, throughout the country.
The idea is to use Santoro to represent customer identification and satisfaction with the brand. According to Namora, the motto “I am XP” is the way these clients usually say that they rely on the institution’s services.
“It was a nice surprise to be invited to be an XP ambassador. It’s an opportunity to speak from the customer’s perspective. It was new for me, as I already had a positive experience. Now I’m getting to know the company better and deepening our relationship”, says Santoro.
About to travel to Germany to compete for the Golden Bear at the Berlin Film Festival for the film “The Last Blue”, Santoro carried the book “Na Raça”, by XP founder, Guilherme Benchimol, for the campaign recordings.
Continues after advertising
The actor, however, has not yet personally met the current executive president of the company’s board of directors during recording, due to his schedules.
Part of the campaign’s design is to highlight the differences in financial planning for organizing and building the best strategy for clients’ financial lives. Films and films will reinforce the differences, services and products that XP customers have access to, says the company.
